Re: CSA-L and Outreach and Turnover Questions
Leslie L. Pelch (lpelch@moose.uvm.edu)
Mon, 13 May 1996 09:16:44 -0400 (EDT)
Dear Mr. Barclay and the CSA list community,
before I address the question of outreach and turnover I would like to
introduce myself. I am a graduate student (for a few more days) at the
University of Vermont in Burlington, VT, and I have just finished a
thesis entitled: An Economic Analysis of CSA Consumers. I did a survey
of members, ex-members, and non-members of three CSAs in Vermont, and
then performed some statistical and econometric analysis on the data
collected. My purpose in life is NOT to become a number-cruncher, but
rather to learn about the ways in which we can create a more sustainable
food system and then apply what I have learned in the communities where I
live.
So anyway, Word of mouth was definitely the most successful form of
outreach because members (as opposed to ex and non-members) were most
likely to have heard via that route. The large CSA near where I live has
gone through a lot of membership changes since it began 7 or so years ago
and I can only relate my impressions of those changes. It is only in the
last 2 or 3 years that they have been able to attract plenty of members,
and I believe that it is a result of settling into the operation, the
land, and the community. It takes time for the people who are really
comfortable dealing with CSA to find it, and it takes time for the
farmers to figure out what to offer in terms of services and produce.
One of the innovative (although it may be a common practice?) things that
they do is reward members who bring in friends to be members. Given the
results of my research, this is a very good idea. I believe they gave
away canvas bags with the CSA logo on it. I would suggest that getting
feedback from those members who are not renewing is the most important
thing you could do. If take home surveys aren't being returned, perhaps
you should see if some of your committed members would be willing to do
short phone surveys, perhaps just a random sample rather than the whole
membership. Good luck.
Leslie
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Leslie Pelch
Morrill Hall
University of Vermont
Burlington, VT 05401
(802)656-1022
lpelch@moose.uvm.edu
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